Amazon Announces Dates for 2026 Prime Big Deal Days
Amazon announced that 2026 Prime Big Deal Days will take place from October 6 to 7 and outlined related promotional fees and peak-season fulfillment surcharges.
What are the key facts?
- 12026 Prime Big Deal Days will take place October 6–7
- 2Each promotion includes a $100 upfront fee
- 3The variable fee is 1.5% of promotional sales, capped at $5,000
- 4Eligible sellers can save $50 on the upfront fee
- 5The peak-season fulfillment surcharge plan applies October 15, 2026–January 14, 2027
What happened?
Amazon announced on September 14, 2026, that Prime Big Deal Days will take place from October 6 to 7, 2026. This is not a new platform fee policy, but it will directly affect inventory preparation, promotion planning, and logistics arrangements for cross-border sellers. Amazon previously announced a 2026 promotional fee structure that includes a $100 upfront fee for each promotion and a variable fee of 1.5% of promotional sales, capped at $5,000. Sellers that meet the early submission requirements can save $50 on the upfront fee. In addition, the peak-season fulfillment surcharge plan for FBA, Remote Fulfillment, MCF, and Buy with Prime applies from October 15, 2026, through January 14, 2027. The average increase is approximately $0.32 per item compared with non-peak rates, along with an additional 3.5% fuel and logistics-related surcharge. Sellers should still verify specific Deal eligibility, ASINs, inventory limits, and final fees in Seller Central.
What does this mean for cross-border sellers?
Prime Big Deal Days will take place on October 6–7, 2026, so sellers should align inventory, promotions, and fulfillment schedules. Each promotion includes a $100 upfront fee and a 1.5% variable fee, while peak-season fulfillment surcharges will also affect profit calculations during and after the event.
What should sellers do now?
- 1This week, use a profit calculator to evaluate the ASINs planned for Prime Big Deal Days, entering the $100 upfront fee, 1.5% variable fee, $5,000 cap, and peak-season surcharge, and produce a gross-margin table by ASIN.Profit calculator
- 2This week, create a replenishment sourcing list for stores participating in the October 6–7 event. Record inventory, replenishment status, and fulfillment method by ASIN, and complete a list for procurement and logistics review.Procurement List
- 3This week, review each promotional ASIN, Deal eligibility, and inventory limit in Seller Central. Also identify promotions eligible for the $50 upfront-fee saving and complete an eligibility and fee checklist.Marketplace fee compare